The news: Audio ad platform Odeeo and creative tool Wondercraft today announced an in-game audio ad partnership that will allow advertisers to craft audio ads in multiple languages in minutes.

The partnership will integrate Wondercraft’s AI-powered creative production tools with Odeeo’s in-game audio solutions, with features to craft, localize, and personalize content. Odeeo co-founder and president Elad Stern emphasized the company’s full funnel approach in a conversation with EMARKETER: “We’re not stuck in the upper funnel—our ad unit is clickable, measurable, and everything is super transparent, so it works for mid-funnel and down-funnel.”

The in-game advantage: Gaming presents a massive opportunity for advertisers, representing “the biggest medium of entertainment,” claimed Stern—and “if it’s not part of your strategy as a buyer or agency, it should be.”

The collaboration unlocks significant opportunities for advertisers looking to capitalize on the gaming surge:

• Gaming maintains a significant and engaged audience, accounting for 3.4 billion gamers globally, while time spent with games is increasing steadily YoY, per Dentsu. And 43% of gamers have better perceptions of brands that partner with the games they love, indicating the massive potential for brands to convert gamers to buyers.